The fourth edition of PFRA’s groundbreaking Donor Attrition and Retention Survey (DARS) has begun its research phase. PFRA charity members now have until 15 April to report on their attrition/retention data covering campaigns that started in 2004.
Twenty-seven charities – just under a quarter of PFRA’s charity members – submitted data for DARS 2010 for campaigns that encompassed 750,000 donors.
However, for the 2011 edition, DARS co-organiser Rupert Tappin, md of PFRA member Future Fundraising, wants to increase participation to half the PFRA’s 98 charity members and more than a million donors.
Tappin says: “Attrition is not something that can be swept under the carpet. All charities doing face-to-face must accept that only a proportion of their donors will stay giving with them longer-term. To plan properly, charities need to know how many donors will cancel and at what point in their giving history they are likely do so, in order to maximise the opportunities to retain them.”
All PFRA charity members should have been contacted by now. However, any charity members that have not received notification and that want to participate should contact PFRA’s head of communications Ian MacQuillin.
The results of DARS 2011 will be premiered at a seminar following the PFRA’s AGM in June, and will also be presented at the Institute of Fundraising National Convention in July.
The 2010 edition of DARS showed that retention of donors recruited through doorstep F2F during 2010 was at its highest level of all campaigns covered by DARS dating back to 2004.Tweet